Thursday, January 31, 2013

Making the Best of Your Best Days!

An easy way to add $40,000 in revenue to the salon in mineral makeup!!!

Most Salons and Spas have times that are very busy and others that are slower.  Try this tip.  Find a freelance makeup artist that can sell.  (I would suggest asking your own staff first, but then put an ad on Craigslist or be aggressive and go to the local department store counters!) 

Look at your books and see which days and times have most clients.  Perhaps Wednesday from 5-9 PM and Saturday from 10 AM- 2 PM have the most clients for your business. 

Ask the person to be there for those 8 hours each week.  The staff can schedule free "touch ups" in advance for your best clients.  And on the rest of the time, this person can go from client to client within the salon or spa inviting them to a Mirabella Minute.  During this minute, the makeup artist would apply some Pure Press, Blush! Colour Duo and Colour Luxe lip gloss or whatever the salon wants to focus on. 

If you find someone aggressive, they will easily fill this time and be productive.  But the key is, did they sell?  If not, I would find someone who can.  Don't waste your money.  It might take a few people before you get a makeup artist that will fit your bill.  Don't stop if the first person doesn't work out.

I would recommend you pay this makeup artist a small hourly way plus commission.  If you paid them $10/hour times 8 hours or $80 and they sold $100 per hour (I would consider this a minimum), they would have generated sales of $800.  Add to that 10% commission and you will keep this person motivated.

Expand the program with either another makeup artist or add hours to the existing person.  As a business person, it is better to have 2 people doing this eventually.  You never know when one person will leave.  Then you still have someone to train within the salon.

Monday, January 7, 2013

Two Keys To A Great Makeup Business

What must a salon do to grow their makeup sales?

Mirabella has two crucial key steps for salons and spas to be successful!  First, the salon must LOOK like they are in the makeup business.  Second, the salon has to have a process in place to consistently sell makeup.

For that average salon or spa, 80% of their clients are women. 100% of those woman wear makeup!  Salons have a large captive audience.  Women spend as much money on color cosmetics every year as they do on hair care products.

So how does a salon LOOK like they are in the makeup business?
  1. Keep the Mirabella tester unit looking beautiful.  Every morning the person who makes the coffee for the salon must do a quick cleaning up of the unit.  Make sure YOU would use the testers to do YOUR makeup.  Are the lipsticks halfway up the tube?  Is the unit free of any loose makeup or dust?  Are the brushes clean?  Are all the testers ON the unit?  (Mirabella offers tester replacements for 40% off!)
  2. Keep the unit up front in the retail area of the salon.  Ideally we would love it to be displayed on a Mirabella Table.  Too many salons put the tester unit back in the salon on a station.  It looks like makeup is an afterthought.  Where do department stores put makeup?  They take the very most valuable selling space, the front, to display makeup.  Salons MUST do the same.
  3. Next to the makeup unit up front in the retail area, put a makeup chair.  It then LOOKS like you do makeup touch ups.  Hopefully you do!  But if not, psychologically, women feel you are!  And that is where they want to buy their makeup.  And YES we do have a Mirabella makeup chair for sale! 
 So, now you have set your salon up to win.  The clients KNOW you are in the makeup business.  They feel comfortable considering buying makeup.

And that is half the battle.

Then, the salon has to have a PROCESS to actually sell makeup.  Our top salons and spas have 3 steps they follow to create great success.

  1. The first step is the staff.  They need to WEAR Mirabella.  If they personally believe in the line, it will speak volumes to the clients.  I was at a major salon chain discussing Mirabella with them.  They currently use a private label brand.  The chain said that none of the 29 makeup artists in the salons USE their makeup because of the lesser quality.  It is no surprise they are not having the kind of success they deserve.
  2. After each salon or spa service, the service provider must give the client a Mirabella minute!  It is as simple as putting on Pure Press Mineral Powder, Blush! Colour Duo, and Colour Luxe Lip Gloss.  This quick application will make the client feel beautiful after having their service.  (In fact, clients will not leave the service area until they have reapplied their own makeup!  Woman feel naked if they are not touched up.)  Salons that do this Mirabella Minute sell makeup!  But equally as important, these salons have a higher retention of clients because of this extra service they offer.
  3. And finally, the salon must do 4 events per year.  Each season dream up a new fun way to engage your clients.  Perhaps you will do a Mother/Daughter event or a Monday Night Football Widows Party.  It doesn't matter.  Schedule it a couple months in advance.  Get a sign-up sheet to each stylist.  Book 30 minute complimentary makeup applications.  After the application is done, ask the guest which of the products they would like to take home.  Expect GREAT sales and new repeat makeup buyers into your salon!  But more importantly, new energy from the whole salon about makeup.  It is easy to get excited, but work to KEEP people excited.  For a full description of a great makeup event click here.
If you will make your salon LOOK like a makeup center and if you will have the PROCESS in place, your salon will sell a lot of makeup!

Steps to a Successful Makeup Event

Mirabella knows that salons and spas can be wildly successful selling makeup!  They just need to follow the 3 keys to success.
  1. Each staff member must WEAR Mirabella.
  2. Each guest is touched with Mirabella at the conclusion of every service.
  3. The salon or spa must conduct 4 events per year.
The first two are self-explanatory.   Holding events is new for many salons.  The following is a step-by-step outline of conducting a successful event.

3 Months in advance:
  • Determine the type of event
    • 2-4 hours of 30 minute makeup applications.
    • A makeup trend report while doing a few of the guests touch ups.
    • 3-4 makeup stations that clients can flow between (Lips, Eyes, Face stations; light, medium, dark complexions; Skin care, makeup, hair stations; Massage, facial, makeup stations; etc).
    • Get creative!
  • Schedule the date and inform your whole team.  Assign everyone jobs for that day; either makeup artistry, selling, ringing up in computer, making guests comfortable when they arrive and get food/drink.
  • Schedule a Mirabella team member if needed (you can use PERKS reward, 2500 points or pay the makeup artists directly, approximately $150 for a half-day).
  • Determine the theme of the event (The benefits of Mineral Makeup, Spring, Mother/Daughter, Aging Skin, Smoky Eyes, Girls Night Out, etc.).
  • Outline the promotions that will be offered (everybody likes something free or an incentive to buy big).
  • Plan the food, drink (nothing extravagant needed).  If you have a local microbrewery or winery, they generally would love to support an event like this.
  • Order any special items from Mirabella Beauty like Fitzpatrick Tests, Face Charts, Colour Catalogs, or Mini products.  Also order any testers at 40% off so the unit will look GREAT for that night.  Do the makeup artists/estheticians have a Mirabella apron?
  • Set a sales goal!!! This is a missing link.  Everyone needs to know how many people you want to get and how much you would like to sell that day!  A reasonable goal is $100 per guest.
  • Have a sign made promoting the event in-salon.
  • Plan where in the salon is best.  Ideally, there is an area for food different where the services will be conducted or the class will be held.  That makes a nice comfortable area for people to mingle and enjoy the salon environment.
6 weeks in advance:
  • Create signup sheet for guests including email address and phone.
  • Do an e-blast to your client, add to your webpage, put on Facebook, make a sign for each service area including the bathroom and reception area,  tell your local paper and radio station, add to your neighborhood events calendar.
  • Bring up at the monthly staff meeting to keep up the motivation.
  • Place an order to make sure you have the product that you plan to sell that day.  If your goal is $100 per guest and you have 20 guests coming, make certain you have plenty of your best sellers like Pure Press 2, 3, and 4; Essential Lash Mascara, Magic Marker Eye Liner,  Skin Tint Creme 2N, 3N, and 3W; Smoke Eye Definer; Prime for Face and Eyes; Conceal 2; plus your teams favorite colors!  Involve them!  And don't forget brushes, they sell well when used!
2 weeks in advance:
  • Do a last push with your team to push sign ups!
  • Reconfirm with your makeup artists on any last minute needs.
  • Re-post event just as you did at the 6 week mark.
  • Confirm the inventory.  Place a last minute order for anything you may have sold.  Sales go up in advance of these events because you are calling attention to Mirabella.
  • Reconfirm with any other vendors attending. 
Day before/Day of event:
  • Reconfirm each guest.
  • Purchase food/drink plus glasses, napkins and plates.
  • Clean (especially the Mirabella Tester Unit)!
  • Arrange the salon for the event.
  • Reconfirm the goal!  Reconfirm everyone's job.  
  • Play nice, fun music.
  • Do beautiful services.  Sell!!!
  • Celebrate!
  • Plan next event!
  • Reorder products!
  • Fulfill orders of back ordered products to guests.
  • Post photos on Facebook at your own page and Mirabella's.  
  • Write a press release to give to local paper, magazines with photos.
  • Buy something nice for yourself from the profits!
Events are great to build team work within the salon, engage your client base with what's new, give a reason to have a party for your guests, and do something newsworthy!

So, when is your next event?!